* Any views expressed in this opinion piece are those of the author and not of Thomson Reuters Foundation.
The need for artists in developing countries to be able to reach global markets has never been greater, mainly for economic reasons. The creative industries, including film, music, art and performance, are the fastest growing industries in the world.Globally, the trade in cultural goods is worth US ${esc.dollar} 212 billion, with audiovisuals and music at the top of the list, (2013). This sector has also created 29.5 million jobs worldwide. And while the share of developing countries exporting cultural goods has increased over the years, North America and Europe still dominate the international market (50%), leaving African and other developing nations at a loss.
UNESCO’s 2005 Convention on the Protection and Promotion of Diversity of Cultural Expressions is working to shift this balance and create an equal flow of cultural goods from developing countries by calling on signatories to give preferential treatment to them. And through the Convention’s International Fund for Cultural Diversity, creative projects are giving artists the chance to learn and excel in their trade. Since 2010, almost US ${esc.dollar}{esc.dollar}{esc.dollar} 6 million has been released for 84 projects in 49 developing countries, covering a wide range of areas, from developing cultural policies, training cultural entrepreneurs, mapping cultural industries and the creation of new business models.
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The Fund has supported projects including, such as the Ker Thiosanne digital arts hub in Senegal, filmmakers in Malawi, artists in Togo, musicians in Tajikistan and cultural entrepreneurs in Argentina - putting thousands of creative professionals in pole position to work with the international creative scene.
‘’For me this is an incredible opportunity to learn about digital art and new technology – it’s key for our development, visual artist, Viyè Dyba says referring to the dynamic digital arts laboratory ‘Ker Thiosanne’. While the country has a rich music and arts scene, it is rapidly changing with the digital revolution - leaving professionals like Viyè Dyba eager to keep up to date with technology to reach their full potential. Ker Thiosanne was able to train over 150 artists on digital art and film creation with support from UNESCO’s Fund. The centre also hosted a special online platform - allowing artists to showcase their work while opening up the doors for international collaboration.
The ultimate aim is to accelerate development and reduce poverty through creativity – and empowering artists through training while pushing for better cultural policies to protect and promote them is key in the path of long-term sustainable development. Not only does it allow creative professionals to have a stake in their local economy, spurring progress, but it also promotes freedom of expression and improves relations and understanding between people and communities. These social and economic targets are also underscored in the United Nations 2030 Sustainable Development Agenda - in particular goals number 8 and 11 which refer to the role of culture and job creation in transforming societies.
Without the presence of creativity in this process we are limiting social and economic transformation, limiting artistic expression and limiting our ability to work towards equality and freedoms for human beings worldwide. That’s why having the 2005 Convention ratified and put into action by as many countries as possible and strengthening the Fund is key in creating a world which, not only ensures that the basic needs of people are met, but also ensures that societies are self-sufficient, free, diverse and strong in culture.
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